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How can a leading company in the beauty industry collaborate with retailers to improve its omnichannel performance
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Orientador(es)
Resumo(s)
This study analyzes the omnichannel performance of a leading company in the beauty industry
based on a purpose-built framework focused on omnichannel capabilities. It finds that, while the
company is strong in providing capabilities enabling accessibility of information and creating
enjoyment throughout the customer journey, there are significant improvement opportunities in
flexibility, speed, and cost savings. It, then, recommends addressing these opportunities through a
deeper collaboration with retailers, which has the potential to create value for both partners by
integrating their in-store experience, customer interaction, and digital footprint.
Descrição
Palavras-chave
Omnichannel Strategy Beauty Retail Omnichannel Capability Integration CEMS MIM